Today’s millennial parents are hard to pin down—they’re too busy taking care of their kids, rushing to work, and hustling through their daily activities at work and home. This makes them particularly challenging to reach out to and sustain their interest in your brand if you want to promote your products or services to them, whether you sell children’s apparel, run a school, or provide babysitting services.

So that your marketing efforts won’t go to waste, understand your target audience’s buying journey. Here are a few things you need to discover about millennial parents:

Parents have several motivations behind every purchase decision.

Knowing your target market’s motivations will help you to fine-tune your marketing messages and ensure they’re being picked up by your audience. Typically, parents want to save money, save time, and do everything more efficiently and effectively. Wrap your marketing campaign around those needs.

Parents use social media a lot and look for content that helps make their lives easier.

Parents are usually pressed for time. And when they do have free time, like when they’re away from their kids or when the kids are asleep, they use it to engage in social media and read how-to articles and hacks that can help them become better parents, save time and money, and improve their relationships.

With that being said, here are some strategies to consider:

Invest in advertising on social media sites such as Instagram and Facebook.

Optimize the mobile version of your site so that it’s easy to use for parents who sneak time to shop online.

Parents need instant gratification

Parents don’t have time to talk with nonsense sales pitches—what they’re after is how quick you respond to their needs. This is why you have to make every effort possible to make your website quick to load and to make your sales and after-sales services available 24/7. At the very least, create a comprehensive yet easy-to-read FAQ page.

Selling to busy parents can be challenging. However, if you understand their buying journey, you’ll be soon successful in attracting the parent market.